Govt aiming to increase share of tourism to 10% of GDP by 2030

The Union Culture and Tourism Minister, Gajendra Singh Shekhawat, on Friday said India is aiming to align the share of tourism in the country’s gross domestic product (GDP) to global benchmarks. Shekhawat said the government is targeting to increase the share of tourism to 10% of the GDP by 2030.

“Our vision is to enhance the tourism sector’s contribution to GDP to 10% by 2030. India is progressing economically, and the perception of tourism has changed significantly since Covid-19. We are working with the states towards experiential tourism,” Shekhawat said in his address during a session on India’s Soft Power: Catalysing Global Ascendancy at the CII Annual Business Summit on Friday in New Delhi.

Shekhawat highlighted that India’s rising stature on the global stage is a result of renewed national pride and a transformed self-image. With its deep-rooted cultural heritage, diverse landscapes, and spiritual depth, India has historically been a global centre for knowledge and wisdom—and is now reclaiming that position with confidence.

Speaking on India’s soft power, Sanjay Jaju, secretary, Ministry of Information and Broadcasting, underscored India’s unique civilizational journey and its diverse cultural expressions and stressed on how ancient legacies like the Natya Shastra and vedas, along with storytelling epics, music and mudras, are continuing to shape India’s vibrant creative economy.

“The Indian Institute of Creative Technology (IICT), envisioned as the creative counterpart to IITs and IIMs, in Mumbai, is a landmark initiative for institutionalizing India’s cultural and creative strengths. India is a storytelling superpower, with many untapped narratives waiting to be transformed into immersive global experiences. India has the potential to become a creative superpower. Industry must harness this opportunity through unity, innovation, and a shared cultural vision,” Jaju said.

Speaking on the panel, Shashwat Goenka, Vice Chairman, RP-Sanjiv Goenka Group and Chairman, CII Ayurveda Council, said Ayurveda, sports, food, and music are key aspects of India’s soft power.

Pointing out that India’s soft power is expanding as India’s economy expands, Goenka said, “India’s soft power remained one of its most undervalued assets till recently. I think that is changing now. Globally, India is being seen not just as an emerging economic power hub but as a nation that inspires through its culture, wellness traditions, cinema, and spirituality. I think it is not just cultural pride but currency of influence. It is a global connector and a job creator. It has been embedded in our history for eons, and it is a differentiator for our future.”  

“I come from Bengal. A state where Swami Vivekananda, Rabindranath Tagore, and Satyajit Ray understood the impact of soft power and built on it. We must think of soft power not only as culture but as an economic strategy. Why can’t Ayurveda be for India what Hollywood was to the U.S.?” Goenka said.  

“At RPSG, we are looking at all our sectors. The global wellness economy alone is $5.6 trillion. We are betting big on Ayurveda and bringing it in modern-day formats to the young consumers. We are making it relevant and something which is research-backed, backed with clinical studies, and data-backed. So that it becomes more scientific and more acceptable,” Goenka added.  

“Food is a big part of soft power for India. When you look at some of the big consumer brands, classic salted, American sour cream, and onion are the flavours being sold. Why are we not selling the Indian flavours? That is what we are trying to do with our brand, Too Yumm. We are selling chips with bhoot dholakia flavour, or achari flavour,” said Goenka.

Sports and music also add to India’s soft power, Goenka emphasized. “When you look at sports, IPL is the second biggest watched sport globally now. This year alone, the opening game itself saw a 25% increase in viewership globally. No other sporting league has seen this kind of increase in the past. In three to four years, IPL will probably become the largest sporting league in the world," he added. 

"I think India’s soft power is expanding as India’s economy is expanding. And I think it is on all of us to build upon it. Our music business—Saregama—is a clear representation of India’s soft power. So India has recognised its powers, and I think it is time the world takes note of it,” Goenka said.

Speaking on the panel, Puneet Chhatwal, Chairman, CII National Committee on Tourism & Hospitality and MD & CEO, Indian Hotels Company Ltd (IHCL), emphasized that India’s soft power is deeply rooted in its rich culture, heritage, and hospitality, which serve as powerful tools for global engagement and trust-building. 

“Every $1 million invested in tourism can generate nearly 100 direct and 250 indirect jobs and significantly increase foreign tourist arrivals and foreign exchange earnings,” Chhatwal said.

Chhatwal said India is no longer viewed as a low-budget destination but as a land of luxury, wellness, and culture, supported by globally recognized hospitality brands. “There is a need for greater marketing investments, infrastructure status for tourism, and collective efforts to unlock its full potential and reposition India as a global tourism leader,” he said.